The Little

Know-It-All
Common Sense for Designers

die gestdten vedng

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Index / A

Index
Symbols
1080i 120,121
16:9 picture format 121
16 bit colour depth 14
2-byte character coding 91
2D grid 131
4 PS 218
720p 120, 121
7 bit binary code 92
80:20 principle 285
A
AC-3 file 123
accentuation 78
acceptance 250
accessibility 141
achromatic 12, 13, 29
colour reproduction 178
degree 29
Active Server Page 141
ad 221,230
additive colour mixing 9, 10, I L
additive colours 9
additive primary colours 9
Adobe After Effects 126
Adobe Illustrator 104
Adobe InDesign 106
Adobe Photoshop 108
Adobe PostScript Type 1 90
advertisement 221,230
advertising 221,239
advertising medium 222
banner 221
basic model for effective advertising 221
comparative advertising 276
conducting an advertising campaign 224
disciplines in 226
economic aims of 221

internet advertising 277

non-economic aims of 221
online advertising 224
pop-ups 221
resources 222
aerial perspective 7"
agreement
verbal 250
written 250
ai 104
AIDA formula 221
aif 104
aims, planning jobs and projects 284
aims of advertising
economic 221
non-economic 221
NAX, Asynchronous Javascript and XML
117
Akzidenz Grotesk 65, 66
Alberti, Leon Battista 17
alinea 83
alphabet 63, 68
altar folding 199
AMA, American Marketing Association
218, 239
ambiguous pattern 33
American Marketing Association 218, 239
American Standard Code for Information
Interchange 92
ampersand 69
amplitude modulated screen 173
AM screen, amplitude modulated screen
173
analogue proofing process 181
anchor point 90
animated banner 224
animation 132
animating manually 132
behaviour and sets of rules 130
anti-aliasing 94, 134
APIs 117

Index /A. B

apostrophe ,
,
approval
print approval 204
arch 68
area 26
Aristotle 298
arm 68
arrow 26
art buyer 227
art director 226
artwork 176, 182
ascender 68, 85
ASCII, American Standard Code for
Information Interchange 92
A series 152, 154, 155
2AO 154
4AO 154
A0 154
A1 154
A10 154
A2 154
A3 154
A4 154
A5 154
A6 154
A7 154
A8 154
A9 154
ash content 159
ASP, Active Server Page 141
Association Typographique Internationale
72
asymmetry 30
Asynchronous Javascript and XML 118
ATypI, Association Typographique
Internationale 72
authoring 123
AutoCAD 104
autotype screen 173
avi 104
axial setting 77

B
back cover 202
back insert 202
ball 68
band, decorative 202
banner 224,225
animated 224
Full Banner 225
interactive 225
Medium Rectangle 225
Pop-Up 225
Standard Skyscraper 225
static 224
Super Banner 225
bar, letter anatomy 68
bar chart 303, 304
barrier-free 141, 142
basic rules for barrier-free access
base area 20
base line 20, 68
base line grid 43
basic colours 10
basic elements 25
basic grid 129
Bauermeister, Benjamin 73
beating, paper fibre
free 157
wet 157
Beta SP 120
Bezier curves 90
binary dig~t111
binding processes 201
block gluing 201
block stapling 201
fan binding 201
perfect binding 201
plastic binding 201
spiral binding 201
stapled binding 201
stitched binding 201
threadless binding 201

lA7

12.0

Index / B, C

wire-o binding 201

wire binding 201
binocularity 15
bird's-eye view 19
bit depth 111
bitmap 110
bitmap fonts 90
bit rate 124
Black Letters and Broken 74
blank 8 1
bleed 177
blind stamping 199
block
gluing 201
stapling 201
thickness 161
block, print forms 183
halftone block 183
line block 183
Blue-Ray 122, 124
blueprint 180
bmp 104
board 162
Bristol 162
chromium sulphate board 167
Chromolux 163
duplex 163
Bodoni, Giambattista 65
body 57
body language 298,300
body text 61
boilerplate 236
book cover 202
bookmark, browser 115
bookmark, ribbon 202
books on demand 196
bowl 68
brackets 80
brainstorming 45
briefing 41, 219
elements of an agency briefing 219

Brin, Sergy 229

British Standards for Type Classification 73
broadsheet 155
Brunelleschi, Filippo 18
BS-52612 167
B series 152, 154
B0 154
B1 154
B10 154
B2 154
B3 154
B4 154
B5 154
B6 154
B7 154
B8 154
B9 154
bullet point manuscript 300
button 135
call-me 230
byte 111
C
calcium carbonate 157
calender 158
calendering 158
call-me button 230
cap height 68
Capitalis Monumentalis 63
Capitalis Quadrata 63
cardboard 162
Caroline Minuscule 63, 64
Cascading Style Sheets 135
case law 249
cast-coated paper 162
cavalier perspective 22
CD manual 238
cellulose 156
central perspective 18
golden rules of 19
central unit 112

Index / C

centre
mathematical 26
optical 26
centred setting 76
channel
sender-recipient model 222
channels of communication 221
chapter number 82
character
character set 69, 70, 86
character spacing 75
numeric character 69
special characters 69
width of a character 75
character coding 92
ASCII 92
Multiple Master 92
unicode character coding 9 1
characteristic printing curve 188
characteristic style of a character 62
character set, HTML 138
chart 301,303
bar chart 303,304
digital presentation chart 301
pie chart 303
checklist
artwork 182
choosing paper 166
colour climate 13
creating a presentation 297
design grid 43
design resources 30
elements of an agency briefing 220
perspective construction 23
planning process 289
planning schedule for a presentation
PR concept content 236
presentation 304
project monitoring 295
project planning phases 294

what must planner and procedures be

able to deliver 288
chromatic
colour reproduction 178
degree 29
quality 29
Cicero 57
C1 manual 40,231
circle 26
ClearType 94
client, payment by 253
Cline, Craig 116
CMS, Content Management System
CMYK 186
CMYK working colour models 169, 170
coated paper 161, 170
coating 158, 161
coating machine 158
colour coating 158
codec 123, 124
cold light 10
coldset inks 187
collecting societies 266, 280
colon 8 1
colour 8, 140
colour contrasts 28
colour density 188
colour depth 14
colour effects 11
colour perspective 19
colour psychology 11
colour reproduction 178
colour scale 180
colour separation 178
colour set 178
colour settings 171, 172
colour stimulus 8
colour symbolism 11, 12, 13
colour theory 10
colour wedge 188
perceiving colour 8

Index 1 C

sensitivity to colour 8
coloured e d g e 202
colour management 169,201
workflow 171,172
colour profiles 169, 172
AdobeRGB 1 6 9
CMYK working colour model 169
input profile 169
LAB colour m o d e l 169
monitor profile 170
printer profile 170
RGB working colour model 169
sRGB 169
colours
additive colour mixing 10
additive colours 9
additive primary colours 9
basic colours 10
black 13
blue 8. 9. 10, 12, 14. 29
cold colours 20.28
Colours on the web 14
complementary colours 11.29
cyan-blue 11
elementary colours 11
green 8, 9,10, 11.13.14.28.29
9EY 13
light colours 9
magenta 12
magenta-red 11
non-luminous colours 9, 10
of the spectrum 8
orange 12
orange-red 11
Pantone colours 186
primary colours 10
printing i x a k s 186
RAL c o l o u r s 1 8 6
red 8. 9, 10,12, 14.29
RGB colours 9.14
secondary colours 9,11

special colours 186

spot colours 186
subtractive colour mixing 10
subtractive colours 9
tertiary colours 11
violet 12
violet-blue 11
warm colours 20,
white 12, 28
yellow 9, 10, 11, 12, 28, 29
column title 82
commissioned orders 245
commissioning work 250
common law trademarks 273
communication
channels of 221
in project management 294
policy 218
competition law 268, 275
Unfair Competition Act 268, 276
complementary colours 11, 29
compositing 125
compression 110, 124
computational design 127, 128
computer 112
computer-to-film 184, 185
computer-to-plate 184, 185
computer-to-print 184, 185
computer network 114
concept 287
concept sign 36, 63
concertina folding 199
concession of rights of use 263
basic rights of use 264
conditional 264
exclusive rights of use 264
unconditional 264
cones 8
container formats 103
Content Management System 133
continental copyright system 256

Index / C

continuous text 61
contract 245
contract for labour and services 248
licence agreement 266
service contract 248
utility contract 266
contract for labour and services 248
contrast, colour 28, 29
chromatic contrast 28
colour-as-such contrast 28
complementary contrast 29
light-dark contrast 28
quality contrast 29
quantity contrast 29
simultaneous contrast 29
warm-cold contrast 28
contrast, layout 29, 30
area contrast 30
colour contrast 30
formal contrast 29
order contrast 30
size contrast 30
thickness contrast 29
control line 181, 182
control wedge 181, 182
Fogra CMYK media wedge 182
conventional screen 173
cookies 115
copperplate engraving 194
copy protection 123
copyright
act 258, 261
infringement of 263
notice 261, 262
personal 267
registering 260
regulation, EU 257
copyright law 254, 255, 267
French 258
German 256,259
UK 262

US 265
copyright office 258,279
register with 261
copyright protection
Europe 257
on industrial design 271
copyright system
Anglo-Saxon 258
continental 256
corporate design 238
manual 237,238
corporate identity 237, 238
manual 237
phases 238
correction marks 167, 168
British standard, BS-5261 2 167
German standard, DIN 16511 167
international standard, IS0 5776 167
corrections by authors 249
cost estimate 247
cost per order 231
counter 68
CPM, cost per mille 222
CPT, cost per thousand 222
CPU, Central Processing Unit 1 1 2
creasing 200
creative director 226
Creatives 226
creative techniques 44
creativity 44
crib-sheet method 299
crib methods 300
crisis management 233
cross folding 199
cross media 184
CRT screen 112
C series 154
CSS, Cascading Style Sheets 135, 137,
139, 142
CtF, computer-to-film 184, 185
CtP, computer-to-plate 184, 185

12.0

Index / C, D

cuneiform 63
cut-out 177
cutting waste, paper 156
cylinder press 191

D
damage, defaulted payment 253
dash 80
database marketing 231
data format 102
daylight 10
dcs 104
dd, Didot point 57
Decorative and Display 74
decorative band 202
degree symbol 81
densitometer 188
descender 68,85
design
fundamentals of 25
golden rules of 48
laws of 31
notice 271
patent law 270
protection 254
designing a presentation 301
desktop computer-to-film 184
devices
input 112
output 112
diagonal perspective 19
dialogue marketing 230
diametric perspective 22
Didones 73
Didot family 65
Didot point 57
Digi-Beta 120
digital presentation charts 301
digital printing 189, 195
digital proof 181
dimensional stability 158

dimension sheet 161

DIN, German Institute for Standardization
72, 152
DIN 16511 167
DIN 16518 72
Direct Imaging 184
directive on electronic commerce 277
direct marketing 230
disciplines in advertising 226
displacing 130
displacement map 130
display, three-dimensional 16
display face 62
distance 20
distribution rights 263
dithering 14
DLT master cartridge 123
DNS, Domain Name System 114
doc 104
doctor blade 193, 194
Doherty, Dale 116
Dolby Digital Plus 124
Domain Name System ? ? A
dot 25,173
dot gain 189
D series 154
DTP, desktop publishing 66
DTP point 57
DTS-HD 124
DTS file 123
ductus 62
dummy 41,161
Diirer, Albrecht 18
DVCam 120
DVCPro25 120
DVCPro50 120, 123
DVD 119, 123, 124, 125, 146
DVD authoring 125
dwg 104
dye 157, 165
dye-cutting 197, 202

12.0

Index / D, E, F

dynamic grid 129

dynamic structure 131
E

e-commerce 277
e-mail 114
e-marketing 228
ear 68
ECI, European Color Initiative 170, 207
Eco, Umberto 35
edge, coloured 202
editing 125
effect 132
kinetic effect 33
screen 174
three-dimensional effect 16
varnish 197
Egyptian faces 65
electro-photographic printing processes
195
electromagnetic waves 8
electronic paper 165
Elemental Typography 66
elementary colours 11
elements, basic 25
ellipse 27
emblem 36
embossing 199
emphases 137
empty space 81
em space 83
emulsion varnish 197
encapsulated 110
encoding 125
endpapers 202
end tag 136
English paperback binding 202
eps 104
Escher, Maurits Cornelis 15, 33
E series 154
etching 194

Ethernet 114
EU copyright regulation 257
European Color Initiative 170, 207
European scale, printing inks 186
event manager 227
exchange format 102
exclamation mark 81
exe 104
executive, paper format 155
exhibition rights 263
exploitation rights 248, 263
exposure 180, 181, 185
Extensible Markup Language 139
extraneous costs 247, 252
extranet 115
eye, the human
cones 8
retina 8
rods 8
eye level 20
F
fair copy 41
fan binding 201
feeding marks 177
feeds 116
RSS 116
fh 104
Fibonacci series 42
figure-ground 33
distinction 33
file cards 301
file formats 102, 104, 105, 106, 107, 108,
109, 110
File Transport Protocol l l n
fillers, paper 157
Final Cut Pro 126
final draft 41
final project report 295
financial and investor relations 233
finishing 197

12.0

Index / F, G

fisheye projection 23
fla 104
flashes 176
flash plug-ins 124
flat-rate payment 247
flat screen 112
flexo printing 192
flow plan 292
flush left setting 76
flush right setting 76
flv 104
FM screen, frequency
modulated screen 174
fold 199
folding 199
altar folding 199
concertina folding 199
cross folding 199
parallel folding 199
single folding 199
zigzag folding 199
folio head 82
font
bitmap font 90
fonts on a display screen 93
font technology 90
web design 134, 137, 140
font, HTML tag 137
font formats 90
OpenType 91
Postscript 90
TrueType 90
footer 82
footnote 59,82
footnote symbol 81
formats
harmonious page formats 42
formats, standard 42
formatted paper 156
Fourdrinier wire paper machine 157
fps 121

fps, frames per second 119

fractalisation 38
fragrant varnish 198
frames per second 119
free beating 157
French paperback binding 202
frequency modulated screen 174
front cover 202
front cut 200
front view 161
Frutiger, Adrian 25, 66, 84
FTP, File Transport Protocol 114
Full Banner 225,226
full frame 120
further expenses 247
Futura 66
G
game design 127
Gantt, Henry Laurence 293
Gantt method 293
Garamond, Claude 64
GCR, Gray Component Replacement 179
Geml, Richard 221
general laws of protection 255
General Terms and Conditions
of Business 245
Geraldes 73
Gestalt psychology 31
Gestalt theory 31
gif 104
Gill 66
Gillam, Barbara 24
glance over the shoulder 219
glyphs 67
glyphs palette 91
Goethe, Johann Wolfgang von 10.29
golden section 42, 82
Google 226,228,229,239
Gothic Minuscule 63, 64
GRACoL 170, 181

n.

12.0

Index / G,H

grain 159, 160

grain direction test methods 160
bending test 160
fingernail test 160
moisture test 160
tearing test 160
graphic designer 226
graphics card 111
graphics file 134
gravure printing 193
grey balance 188
grey value 77, 93
grey wedge 188
grid 40, 129, 131
2D grid 131
base line grid 43
basic grid 129
construction grid 42
design grid 42
dynamic grid 129
grid systems for digital and
dynamic media 129
grotesque 65
ground plan 20
GTCB, General Terms and
Conditions of Business 245, 253
Guilford, Joy Paul 44
guillemet 80
Gutenberg, Johannes 64
Gutenberg Bible 64
gutter 82

H
H.264 124
hairline 64, 68
halftone 172, 173
dots 173
element 173
graphic 173
image 173
screen 173

halftone blocks 183

Hamburg Model 294
handouts 304
Handwritten 74
hardback 202
hardboard 162
hardcover 202
hard proof 182
hardware 111, 112
central unit 112
computer 112
CPU 112
peripherals 112
RAM 112
harmonious page formats 42
harmony 17
hatching 26
HD, High Definition 120, 121
HD-DVD 122, 124
HD material, reproducing 122
HD productions, the advantages of 122
HD ready 122
HD recording formats 123
AVC 123
DVCProHD 123
HD Cam 123
HDV 123
HDTV 120
1080i 120, 121
720p 120,121
header 82
headings 59, 61, 62, 82, 137
headline typeface 62
heatset inks 187
Helvetica 66, 70
Hermann, Caspar 189
hexadecimal 14, 140
hieroglyphics 36, 63
High Definition 120, 121
hinting 90, 95
hints 90

12.0

Index 1 H,I

HKS colour system 186

homepage 133, 144
horizon 18
horizon line 20
hot foil stamping 198
hot metal setting 57
hourly wage 247
hqx 104
htm 104
HTML, Hypertext Markup Language
104, 135, 136, 137, 138, 139, 141
basic framework of an HTML file 138
body 139
head 138
special HTML characters 137
tags 137
HTTP, Hypertext Transfer Protocol 115
Humanes 73
hybrid systems 72
hydrophilic 189
hydrophobic 189
hyperlinks 136
hypertext 136
Hypertext Transfer Protocol 115
hyphen 80

I
IAB, Interactive Advertising Bureau 225,
239
icon 35
idea
idea book 44
imitation of an 268
protection of 268
ideal proportion 42
ideogram 36, 63
iff 106
IFRA 170
illusions 24
visual perception phenomena 84
image file 134

imposition 179
form 179
scheme 179
imprint obligation 277
in, inch 57
in-site format 226
inch 57
incidental technical expenses 247
Incises 73
ind 106
indent 8 3
index 35
indirect printing process 190
industrial design
copyright protection on 271
industrial propeny 270
information architecture 126
infringement, of copyright 263
initials 79
ink absorption 188
inkjet printing 196
input device 112
instant messaging 115
intelligent web 118
interaction 126, 127, 131
design 126
interactive
banner 225
media environments and
installations 127
movement 131
structure 131
Interactive Advertising Bureau 225.
interchangeable file format 106
interface 126, 128, 131, 143
design 126
interim reports 295
interlaced 119, 120
internal communications 232
International Organization for
Standardization 152, 170, 207

12.0

Index l I, J, K, L

International Press Telecommunication

Council 267,280
internet 114, 146
advertising 277
trends and developments 116
inverted commas 80
investor relations 233
invoice 251
invoice, paper format 155
IP address 114
IPTC, International Press
Telecommunication Council 267, 280
IR radiation 8
ISO, International Organization for
Standardization 152, 170, 207
ISOIDIN series 152, 153, 154
A series 154
B series 154
C series 154
D series 154
E series 154
IS0 12647 166,169,170, 186
IS0 2846 186
IS0 5776 167
IS0 9541 90
isometric perspective 22
issues management 232
italics 79, 89
Itten, Johannes 10, 28
J
Java 141
JavaScript 141
jfif 106
jpeg 106
compressing a 110
jump-line structure 144
justified setting 77

K
kaolin 157
Kapr, Albert 27
kern 68
kerning 86, 87, 89
aesthetics tables 89
pair 89
tables 89
value 89
key frames 130, 132
keyword 228, 229
kinetic effect 33
Kodak PhotoCD 106
Kuppers, Harald 9, 10, 11, 29, 186

L
Llcm 173
lamination 198
LAN, Local Area Network 114
landscape format 160
language 34
Lanham Act 273
laser printing 196
Lasswell, Harold D. 222
laws of design 31
law of closure 32
law of common fate 32
law of continuation 32
law of experience 33
law of proximity 31
law of similarity 32
law of simplicity 31
law of symmetry 32
laws of Gestalt 31
layout 41
file formats 102
page layout 8 1
process 41
proof 181
rough layout 41
LCD screen 112

Index / L, M

leading i s
leg 68
legal, paper format 155
legal rule of thumb 249
letter, paper format 155
letterpress printing 191
letters 67
appearance of 84
basic framework of 85
capital 67
illuminated 79
inner structure of 60
letter anatomy 68
small 67
weight of 85
width of a letter 85
Lewis, E. St. Elmo 221
liability risks 246
licence, non-exclusive 266
licence, picture 41
licence agreement 266
licencee 264, 266
ligatures 69, 71
light 8
cold light 10
colours 9
daylight 10
IR radiation 8
light and shadow 16
light temperature 10
W radiation 8
warm light 10
line 25
Lineales 73
linear
method 300
perspective 18
structure 144
line blocks 183
line length 76
linen tester 187

lines per centimetre 172

lines per inch 173
link, letter anatomy 68
link popularity 229
lipophilic 189
lipophobic 189
litho 191
lithography 65, 190
Local Area Network 114
logo 37
constructing a logo 40
designing a logo 38
protection zone 40
trends and development 37, 38, 39
lowercase 63, 64, 67, 71
LPCM 124
lpi 173
Izw 106
M
machine proof 180
Macromedia Freehand 104
macrotypography 56
Madrid Trademark Agreement 275
Maeda, John 128
mailing 231
main stroke 64, 68
majuscules 67
Manuaires 73
marginalia 59, 82
margins 82
mark 37
marketing 218
communication 218, 232
social 38
marketing mix 218
4 PS 218
mashup 117
Massachusetts Institute of
Technology 128, 165
mathematical centre 26

12.0

Index / M,N

mathematical signs 80
measurement systems 57
Mecanes 73
media planner 226
media relations 232
Medium Rectangle 225
meta-search engines 228
meta-tags 228
metafile formats 110
Microsoft Word 104
microtypography 56
mid 106
Miedinger, Max 66
military perspective 22
millimetre 57
mind mapping 46
Mini-DV 120
minuscules 67
misregistration 187
MIT, Massachusetts Institute of
Technology 128,165
MLP 124
mm, millimetre 57
MM, Multiple Master 92
mobile application design 127
model
Open Source 117
sender-recipient 222
Modern Face 74
moire 174
monitor 112, 133
typography 94
Morris, Charles W. 35
motion
design 126
graphics 132
tracking 129
mov 106
movable type 64
moving pictures 119
mp3 106

mp4 106
MPEG 124
MPEGZ 123, 124
mpv 106
MTA, Madrid Trademark Agreement 275
Mueller-Lyer, F. C. 24
Multiple Master 92
multiplexing 123
N
narrow web 159
navigable structure 131
navigation 135
NDA, non-disclosure and
confidentiality agreement 269
Necker cube 33
net structure 145, 300
network types 114
Ethernet 114
extranet 115
internet 114
LAN 114
VPN 115
WAN 114
WLAN 114
Newton, Isaac 10
Nielsen, Jakob 142
non-disclosure and confidentiality
agreement 269
non-lumlnous colours 9, 10
NTSC, National Television Systems
Committee 119, 120, 123
number 69
chapter number 82
page number 82
numerals 64
arabic numerals 64, 69
lowercase numerals 8 1
normal numerals 81
small caps numerals 8 1
table numerals 8 1

12.0

Index 1 0,P

0
O'Reilly, Tim 116
object tracking 130
offerer identification 277
offer of semices 246
Office for Harmonization in the Internal
Market 270, 274,279
offset printing 189, 190
Ogilvy, David 219
OHIM, Office for Harmonization in the
Internal Market 270, 274, 279
Old Face 64, 74
omission marks 80
on-site format 226
online advertising 224
Online PR 234
opacity 157
Open Source Model 117
OpenType 91
operating system 113
optical
centre 26
illusion 24
sampling 187
optomechanical typesetting system 66
organigram 303
orphan 83
Osborn, Alex F. ."'
otf 106
output
device 112
medium 129
process 180
overhang 68
overlapping 176
overprinting 176, 177
overshoot 68

P
pad printing 194
page
design 41
layout 8 1
numbers 82
Page, Larry 229
PageRank 229
page size, web design 133
PAL, Phase Alternating Line 119, 120, 123
palette
standard palette 14
web-safe palette 14
PALTV 119
PANOSE System 73
Pantone colours 186
paper
electronic 165
formatted 156
manufacture 156
qualities 156
reel 156
sheet 156,157
stock 157
surface 158
thickness 160
volume 160
paper, special 163
carbon 163
carbon-copy 163
chromium 164
coloured 164
fine 163
high gloss 164
Japan 164
medium-fine 164
parchmentlgreaseproof 163
pergamin 163
vat 164
WP 163
paperback 202

t
L

i
L'

paperback binding 202

Enghsh 202
French 202
Stlff 202
SWISS202
paper by use 164
bulky paper 164
lnkjet paper 164
laser prlntlng paper 164
low grammage paper 164
LWC paper 165
magazlne paper 164
offset paper 164
poster paper 165
paper fibre 157,159
free beatlng of the 157
wet beatlng of the 157
paper finlshlng 158
calenderlng 158
coatlng 158
stamplng 158
paper formats 152
Canadian 154, 155
ISOIDIN 152
ISOIDIN RA 155
untrlmmed 155
US 154,155
paper types 156, 166
art paper 162
baslc machlned paper 158
cast-coated paper 162
coated paper 161, 170
glossy coated 166
illustration prlntlng paper 162
LWC paper 161. 165, 166,170
matt coated 166
newsprint 166
rag-contamlng paper 156
uncoated paper 161, 166, 170
wood-conta~n~ng
paper 156
woodfree paper 156

paper volume 161

paper weight 160
paper grammage 160
papyrus 156
parallel folding 199
parallel perspective 21
parametric transfer 129
pasteboard 162
machine pasteboard 162
patent 254, 271, 272, 279
pattern, ambiguous 33
pattern design, registration of a 257, 270
pay-per-click 229
payment
by client 253
deadline 252
defaulted 253
for services 247
terms of 248
pcd 106
PCM format 123
pct 106
PDA, personal Digital Assistant 127
PDF, Portable Document Format 106, 179,
184,203
PDFlX 179
Peirce, Charles S. 35
per cent sign 8 1
one tenth of one per cent sign 81
perception 60
perfect binding 201
perforating 202
pergamin 163
period of protection 257
EU trademark 274
international trademark 275
national trademark (German) 273
peripherals 112
permalinks 117
per procurationem 246
Personal Digital Assistant 127

i
I(
A

12.0

Index / P

personalised printing 195, 196

perspective 15
aerial perspective 20
bird's-eye view 19
cavalier perspective 22
central perspective 18
colour perspective 19
diagonal perspective 19
diametric perspective 22
fisheye projection 23
history of perspective 17
isometric perspective 22
linear perspective 18
military perspective 22
parallel perspective 21
significance perspective 23
worm's-eye view 19
photo agencies 268
photopolymer letterpress plates
photosetting 66
PHP Hypertext Processor 141
physical inks 187
picking resistance 159
pictogram 36, 63
pictorial script 36
pictorial signs 63
picture agencies 41
picture archives 268
picture plane 20
pie chart 303
pilcrow 83
pitch 268
pixel 93
counts 229
file formats 110
planning
a presentation 300
four golden rules of 287
jobs 284
jobs and projects 284
projects 287

plastic binding 20 1
platen press 191
plates
photopolymer letterpress plates 192
rubber plates 192
plots 182, 203
png 106
point 57
Didot point 57
DTP point 57
typographical point 57
point-of-sale 222
Pop-Up 225,226
portrait format 160
PostScript 57, 90, 106
Postscript Type 1 90, 93
ppt 106
PR, public relations 232, 233, 234, 236, 239
pragmatics 34
PR concept 236
pre-flight 180
pre-press 167
pre-print 167
presentation 297, 298, 300, 304
communicative elements in a 298
creating a 297
designing a 301
methods 303
planning a 300
press release 234
structuring a 235
press section 234
prestigious finishing 202
dye-cutting 202
laminating 198
perforating 202
punching 202
varnishing 197
price comparisons 276
primary colours 10
print approval 204

Index 1P

printing 186
first run and back-up printing 187
four-colour printing 186
seven-colour printing 186
printing curve, characteristic 188
printing inks 186
coldset inks 187
European scale 186
heatset inks 187
Pantone colours 186
physical inks 187
process colours 180,186
RAL colours 186
special colours 186
spot colours 186
standard colours 186
structural inks 187
UV inks 187
printing on demand 195, 196
printing position 177
printing problems 205
channel stripes 206
defective blanket 205
doubling 206
hickeys 205
ink stripes 206
mechanical flaws 206
smears 206
printing process, indirect 190
printing process control 187
printing processes 189
copperplate engraving 194
cylinder press 191
digital printing 195
electro-photographic printing 195
etching 194
flexo printing 192
gravure printing 193
indirect printing process 17"
inkjet printing 196
laser printing 196

letterpress printing 191

lithography 190
offset printing 189, 190
pad printing 194
personalised printing 195, 196
printing on demand 196
recess printing 194
rotary printing 191
screen printing 194
serigraphy 194
UV printing 190
waterless offset printing 190
print varnish 197
process colours 180, 186
production, commercial practice 203
production manager 226
product publicity 232
programming 114,135,146
languages 128
progressive 120
project diary 295
project management,
communication in 294
project plan 289, 290, 291
list of milestones 291
project approval 291
project budget 291
project definition 291
project variables 291
supplementary plans 291
types of plan 292
project planning process 289
project report, final 295
project structure 290
plan 290
proof 180
analogue proofing process 181
correction marks 167, 168
digital proof 181
hard proof 182
layout proof 181

Index 1 P, Q,R

machine proof 180

soft proof 182
proofing system 181
proportion, ideal 42
prospektiva 15
protection
general laws of 255
of ideas 268
of printed characters 271
of titles 275
rights for industrial property 270
PS 106
psd 108
pt. DTP points 57
public affairs 232
public relations 232, 233, 234, 236, 239
functions of 233
instruments of 233
pulp 156, 157, 159, 164
punch 57
punching 197,198,202
punctuation 69, 71
marks 81

Q
Quark Xpress 108
question mark 81
Quicktime 119, 124, 125
QuickTime Movie 106
quotation marks 80
qxd 108

R
R, registered 272
ragged setting 77
RAL colours 186
RAM 112
ranking 228
rar 108
Raster Image Processor 183
RBC, Revised Berne Convention 255

re-briefing 219
reading 60
behaviour 60
habits 25
Reales 73
Really Simple Syndication 116
recess printing 194
recipient
sender-recipient model 222
recordation 266
recording formats, SD 120
rectangle 27
Rectangle, banner 225
reel 156
Reeves, Rosser 219. 222, 223
register
correct register 43
keeping to register 43
register marks 177
registered 272
registered design, Europe 270, 274
registered design law 254, 270
registration, pattern design 257, 270
regularity 17
relief stamping 199
reminder system, planning 285
Renaissance, Italian 17
Renner, Paul 10
reproduction 167
control 179
resolution, screen 113
response element 230
response quota 231
reticent typefaces 63
retina 8
Revised Berne Convention 255
RGB 9
RGB working colour models 169
rhetoric 297, 298
crib-sheet method 299
golden rules of 298

Index / R, S

rhythm 17, 30
ribbon bookmark 202
right of reproduction 263
rights-managed 268
rights of use 248
basic 264
consessions of 263, 264
exclusive 264
RIP, Raster Image Processor 183,
184,185,203
robots 228
rods 8
Roman capitals 64
Roman typeface 64
rotary printing 191
rough layout 41
royalty-free 268
RSS feeds 116
rtf 108
rubber plates 192
Rubel, Ira W. 189
Rubin, Edgar J. 33
running head 82
S
saccades 60, 61
sales promotion 218
sample plans 296
sans-serif 65, 74
satinising 158
Saussure, Ferdinand de 35
schedule 303
Schiller, Walter 27
Schulz von Thun, Friedemann 294
Hamburg Model 294
scoring 200
screen
angle 175
frequency 173, 189
printing 194
resolution 113

screen angle meter 189

size 113
wedge 189
screen, monitor 112, 113, 172
CRT 112
flat 112
LCD 112,122
plasma 122
resolution 113
size 113
screen types 173
AM screen 173
effect screen 174
FM screen 174
halftone screen 172, 113
script 60
anatomy of a script 60
German Gothic script 64
hieroglyphic 36
pictorial 36
Scriptes 73
Scripts 74
Foreign Scripts 74
SD, Standard Definition 119
recording formats 120
SDTV 120
NTSC 119,120, 123
PAL 119,120, 123
search engine marketing 228
SECAM 119
secondary colours 9, 11
second generation web 116
selective binding 202
self-discipline, planning 285
semantics 34, 60
semicolon 8 1
semiotics 34
sender-recipient model 222
Senefelder, Alois 190
separation 178
serifs 68

Index 1 S

serigraphy 194
service contract 248
setting
leaded setting 76
solid setting 76
setting alignment 76
axial setting 77
centred 76
flush left 76
flush right 76
justified setting 77
ragged setting 77
symmetrical setting 76
setting priorities, planning 285
set width 75, 94
SGML, Standard Generalized Markup
Language 139
shadow 16
types of shadow 16
shank 57
sheer plan 20
sheet 156
making 157
signatures 177
shoulder 57, 68, 75
sieve section 157
sign 34
concept sign 63
pictorial sign 63
sign theory 34
types of signs 35
signet 36
signifiant 35
significance perspective 23
signifie 35
signified 35
signifier 35
single folding 199
single frame structure 145
sit 108
sitemap 143

size, paper production 157, 159, 163

size differences in three
dimensional display 17
sizes, type 59
sketch 41
sketchbook 44
Slab-Serif 74
slab-serif faces 65
slash 81
small caps 79
social marketing 38
social software 118
social web 118
soft proof 182
software 111, 113, L,
compositing 125
DVD authoring 125
editing 125
encoding 125
operating system 113
source code 135
spacing 75, 86, 87
basic spacing 88
line spacing 75
word spacing 75
spatial quality 15
special colours 186
spiders 228
spiral 26
binding 201
spoilage 196
sponsored links 229
spot colours 186
square 27
stamping 158
standard colours 186
Standard Definition 119
standard formats 42
Standard Generalized Markup
Language 139
Standard Skyscraper 225

12.0

Index / S, T

standpoint 20
stapled binding 201
static banner 224
stem 68
stiff paperback binding 202
stimulus, colour 8
stitched binding 201
stock vat 157
stress 68
stroke 26
structural inks 187
structure 26, 31, 144
jump-line 144
linear 144
net 145
single frame 145
tree 144
style guide 238
subscription services 116
subtractive colour 9
subtractive colour mixing 10
suffix 102
ai 104
aif 104
avi 104
bmp 104
dcs 104
doc 104
dwg 104
eps 104
exe 104
fh6 104
fla 104
flv 104
gif 104
hqx 104
htm 104
html 104
iff 106
indd 106
jfif 106

jpg 106
lzw 106
mid 106
mov 106
mp3 106
mp4 106
mpv 106
otf 106
pcd 106
pdf 106
pict 106
png 106
ppt 106
ps 106
psd 108
qxd 108
rar 108
rtf 108
sit 108
swa 108
swf 108
tif 108
tiff 108
txt 108
wav 108
wmf 108
xls 108
xlsx 108
zip 108
Super Banner 225
surface finishing 197
swa 108
swf 108
Swiss paperback binding 202
SWOP 170, 172, 179
SWOT analysis 236
symbols 34, 35, 36
symmetrical setting 76
symmetry 17,30,32
typeface design 85
syntax 34

12.0

'

Index / T

T
table, HTML tag 137
tabloid, paper format 155
tagging 117
tags 117, 136, 137, 138, 139
end tag 136
font tag 137
HTML tags 137
tax identification number 252, 277
TCPAP, Transmission Control ProtocoV
Internet Protocol 114
terminal 68
territoriality principle 255
tertiary colours 11
testimonial 223
text
body text 61
continuous text 61
text editors 128, 135, 136
text file format 104
Textura 64
Thiery figure 33
third party services 246
threadless binding 201
three-dimensional
display 16
effect 16
vision 15
tif 108
tiff 108
time management 286
timetable 292
Titchener, Edward Bradford 24
title face 62
TM, trademark 272
tonal values 188
trackbacks 117
tracking 129
codes 229
system 229

trademark 272
EU 274
international 275
national (German) 273
trademark law, US 273
trademark rights 272
traffic, information 229
transitionals 65, 74
Transmission Control ProtocoVInternet
Protocol 114
trapping 176
tree structure 144, 300
triangle 27
trim 200
trimming 200
errors 200
marks 177
TrueType 90
Tschichold, Jan 42, 69, 81, 82, 84
ttf 108
TV formats 119
HD 120, 121
NTSC 119,120, 123
PAL 119, 120, 123
SD 119
SECAM 119
txt 108
type
digital 66, 90
family 70
management 93
movable 64
origins of 63
systems 72
type area 43, 81, 82
typeface 70
characteristic style OL
display faces 62
headline typeface 62
level of response 62
reticent typeface 63

12.0

Index / T,U,V

typeface and expression 61

web design 134
typeface classification 72
according to DIN 16518 74
according to Vox 73
typeface design 84
basic rules of typeface design 85
Typeface Protection Act 271
typeline 68
typesetting 75
typesetting system, optomechanical 66
type size 57, 59
reference size 59
text size 59
types of plan 292
flow plan 292
Gantt method 293
network plan 292
PERT method 292
typographical point 57
typography 56
macrotypography 56
microtypography 56
monitor typography 94

U
UCC, Universal Copyright Convention
255,279
UCR, Undercolor Removal 178
UML 126
uncoated paper 161, 166, 170
unicode character coding 91
Uniform Resource Identifier 117
unique sales argument 222
unique selling proposition 223
United States Patent and
Trademark Office 273, 279
Univers 66
Universal Copyright Convention 255, 279
uppercase 64, 67, 71
URI, Uniform Resource Identifier 117

usability 142
use cases prototypes 126
user
behaviour 127
scenarios 126
USP, unique selling proposition 223
constructed 223
natural 223
US PTO, United States Patent and
Trademark Office 274,279
utility contract 266

uv
inks 187
printing 190
radiation 8
varnish 197

v
value-added tax 247
vanishing point 18
varnish 197
effect varnish 197
emulsion varn~sh198
fragrant varnish 198
UV varnish 197
water-based varnish 198
varnishing 197
shadow varnishing 197
spot varnishing 197
Vasarely, Victor 33
VAT, value-added tax 247
VC-l 124
vector
formats 110
graphic 173
Venetian Old Style 74
viewpoint 20
Vinci, Leonardo da 15, 18, 19
Virtual Private Network 115
vision, three-dimensional 15
Visual Jockey 127

Index / V, W, X, Y,Z

visual media manager 227

VJ, Visual Jockey 127
VJ-ing 127
Vox, Maximilien 73
VPN, Virtual Private Network 115

'

W
W3C. World Wide Web Consortium 139,
142,146
Wahlbaum, Erich 65
WAN, Wide Area Network 114
warm light 10
waterless offset printing 190
watermark
genuine 157
non-genuine 158
semi-genuine 158
wav 108
waves, electromagnetic 8
WCAG, Web Content Accessibility
Guidelines 142
Web2.0 116
web browser 115,124, 135
Web Content Accessibility Guidelines 142
web crawler 228
web design 128, 133,146
page size 133
rules 133
typefaces 134
web page 133
website 115, 133, 135, 141
maintaining a 133
setting up a 135
web standards 14
wedge
colour wedge 188
control wedge 182
grey wedge 188
screen wedge 189
wet beating 157
Wide Area Network 114

Wide Skyscraper 2 1 ~
wide web 159
widow 83
Windows Bitmap 104
WIPO, World Intellectual Property
Organisation 255, 275, 279
wire-o binding 201
wire binding 201
WLAN, Wireless Local Area Network 114
wmf 108
WMV, Windows Media Video 124
WMV HD 124
woodcut 183
word space 75
works made for hire 259
World Intellectual Property Organisation
255,275,279
World Wide Web 115
World Wide Web Consortium 139, 146
worm's-eye view 19
writing conventions 79
WYSIWYG editors 135, 136

X
x-height 68
XHTML 136,139
xls 108
xlsx 108
XML, Extensible Markup Language 139
Y
yellow 8

z
zigzag folding 199
Zimbardo, Philip 31
zip 108
Zuse, Konrad 112